PR experts warn Uber kitten stunt could come back to bite the company
Senior PR managers have questioned Uber’s latest publicity drive which has seen the ride sharing firm offer kittens on demand to several locations – a move which has garnered significant attention on social media.
It comes as the company has battled several high profile PR blunders in recent months, including being forced to apologise for surge pricing during the Sydney siege incident, continued questions around the legality of the Uber X service in Australia, as well as unwise remarks from a senior executive about tracking journalists.
This morning the company announced the kittens would be available between 12pm and 4pm in six locations around Australia , with people able to order 15 minutes of cuddles for $40 – cash which then goes to selected rescue shelters.
However, when approached for comment James Wright, group MD Havas Worldwide Australia and also MD of Red Agency and Havas PR Asia-Pacific, said he was surprised the publicity stunt which was already used in the US had been rolled out in the local market.
Mr Wright needs to chillax and cuddle a kitten.
I’d imagine 90% of the kittens were sent direct to media organisations rather than über users
Clearly some of these PR “professionals” are bitter, hate kittens and don’t support the cause for pet adoption. Shame on them.
Agree with Ava in that this type of activity is consistent to their brand, and will help remind loyalists why Uber is the choice for them. But I do wonder on the negative impact of these types of stunts when my entire social feed right now (FB, Twitter, Insty) is covered in Uber customers complaining they can’t get a Kitten. Frustration around limited supply vs huge demand on these types of stunts surely does more harm than good?
I thought the woman from the kitten org (didn’t catch the org’s name, which I guess is a problem) on AW today was great at allaying concerns around the animals’ welfare.
And re Wright’s suggestion that this won’t solve their bigger/other PR problems – of course it won’t and I’m sure Uber don’t think that either. Doesn’t make it a bad idea.
Meanwhile vic taxi association fights back with selfies.. http://taxitrippin.com.au/
No customers think as hard as our industry does. Uber may have problems to solve but its almost the end of the day and this has clearly been an overwhelming success for them.
Wait, you missed “Uber to claw back reputation…”
I dont think people are seriously pissed off they cant get a kitten – and yes my feed is full of these posts too. I think these posts add to the cute story – they are being posted with a wry smile! 🙂
I work in PR and I think this is a great strategy to remind Uber fans the reason why they love uber in the first place.
Great job guys.
And all you negative nellies – tie to cuddle a kitten
https://www.youtube.com/watch?v=bG5fFI3eorg
Red Agency is the PR firm working for the Taxi Council attacking Uber claiming they’re unsafe.
Hi J,
We’ve updated the article to disclose that – we approached James for comment not vice versa.
Cheers,
Alex – editor, Mumbrella
It’s a bit of fun and will get them some great PR. Job done.
People still criticising them over the Sydney siege issue have ulterior motives. It was an automated thing based on demand – they’ve explained, apologised, and probably learned a lesson or two.
The bigger story here is how likely #TaxiTrippin is to backfire. Has #QantasLuxury writeen all over it.
Get ready for photos of broken down, damaged cabs, cabs running red lights and speeding. If only instagram had the ability to capture smells as well as images.
I don’t think this aligns with their brand at all (except for thei bit where they consistently demonstrate a poor culture and leadership decision). Kittens aren’t toys. The donation bit is nice, but Uber’s not even offering to match it – how much money do they have now?
It’s just another example of successful US marketing campaigns not translating well locally. It happens time and time again, and lessons are never learned.
time to say goodnight and goodbye
“In order to access the service people have to download the Uber app…….”
I believe the above quote from this article is a key factor in this exercise. Once people have the App they (Uber) are hoping more people are likely to use their ‘service’ which is indisputably an illegal, and potentially unsafe, operation.
Yes I have a vested interest
Hey PR / Media people…
As you guys are influencers and early adopters.
Can you please stop using UberX.
UberX encourages normal people, friends, cousins’s, brothers and sisters to drive a car. You all think thats super cool right. And you are insured because of Uber’s $50M so-called insurance policy.
Well if that driver actually hits someone. They are not covered. Their green-slip is for private hire car only not for commercial use. Yes charging you to pick you up and drop you off is commercial use – not hitch hiking or giving someone a lift. So basically their life goes to the toilet just so you can save a few bucks. Its a time-bomb waiting to go off. So I ask next time you use Uber please select Black or Lux or use an alternative app.
Or of course join the global campaign and #deleteuber
“I mean what do kittens have to do with a taxi service other than generating a positive story?”
Hi captain obvious, please meet the world of PR.